Research On Digital Precision Marketing Management Of S Bank Retail Customers

In recent years,the global economy has fallen sharply due to the impact of the COVID-19,the domestic market has been affected by a series of policies including Loan Prime Rate reform,the cost of social financing is declining,the interest rate differential income of banks is narrowing,and the bargaining power of large customers has also begun to decline.In this regard,many banks have incorporated the "wealth financial management" of retail customers into their strategic planning,continued to increase investment in financial technology,and proposed "digital","precise" and "intelligent" marketing management models in an attempt to inject new impetus into the development of banks’ retail business.For banks,how to identify customer needs in a better,faster and more accurately way is the key to achieving a breakthrough in retail business.In this context,this paper takes the p recision marketing management of S Bank’s retail customers as the research object,and on the basis of interpreting the cutting-edge literature and theories such as big data analysis,precision marketing management,and closed-loop feedback mode,we focus on the development of S Bank’s retail business,retail customer business model and marketing management.In this way,it is found that there are three aspects of the marketing manage ment of S Bank retail customers,and the causes of the problems are interv iewed and analyzed.In order to propose effective problem solutions,first of all,the use of big data mining technology to achieve insight into customer needs,and through practice to verify its feasibility;Secondly,based on SIVA theory,customer-centric,design precision marketing strategy system,clarify the key steps and contents of digital precision marketing management from decision-making to solution implementation,and reshape the retail customer marketing management mode of S Bank;Third,give full play to S Bank’s own financial technology advantages,build a digital intelligent marketing self-feedback platform,and fully empower the digital operation of each business line;Finally,in order to ensure the smooth implementation of digital precision marketing management solutions,this paper proposes to establish a guarantee mechanism from the three aspects of organization,science and technology,and human and material resources.The innovation of this paper is mainly to integrate the traditional retail customer marketing management model with the current data transformation,financial technology technology,etc.,aiming to help S Bank solve precision marketing management probl ems,enhance the core competitiveness of its retail business,and truly re alize technology-led and promote business development,thereby improving the economic benefits and customer satisfaction of S Bank.